MACH Total Audience 2023-1: The Role of Print and Digital for Swiss Newsbrands

MACH Total Audience 2023-1 shows what role print and digital play for Swiss newsbrands. After a two-year break, it was published again today at the same time as the national MACH Basic readership study - for the first time in collaboration with Mediapulse. The intermedia study combines press and online reach of media brands.

The intermedia media study by Wemf für Werbemedienforschung combines for media brands their readership of the printed edition with the user base of the associated online offerings. It provides information about the group of people a media brand reaches cross-medially. The current figures show that the print and digital offerings of the Swiss media brands identified complement each other very well. Most users of the media brands surveyed prefer either the print or the digital offering. Therefore, the overlaps or double uses within a media brand are at a relatively low level.

As a result, the combined brand reach is significantly higher than the reach of their individual media channels. If the readers of the printed daily newspaper are defined as the starting point for the newsbrands shown in the current publication and the users of the relevant online offerings are added, the daily reach of the media brand increases by an average of 66 percent. If the readership of the corresponding print product is added to the users of an online offering, this results in an average 88 percent higher reach of the media brand.

However, there are also clear differences between the individual media brands: For the large national brands, digital contributes half or more of the net brand reach. In contrast, for many of the news brands with regional content, the majority of the brand user base is reached by print.